H&M: Fast Fashion, Every Link Can'T Get Rid Of The Label Of Environmental Pollution.

As a fast fashion brand, H&M's strategy is still to store up more space in the consumer's wardrobe, even if they don't wear it a few times.

This is far from the sustainability advocated by H&M.

H&M, Sweden's clothing retailer, announced in August 25th that 1 million euros (7 million 355 thousand and 300 yuan) a year would be awarded to promote the technology development of clothing recycling and reuse, in response to the outsiders' negative comments on "fast fashion destroying the environment".

H&M is currently the third generation member of the family -- Karl-Johan Persson.

As chief executive, he announced the award plan: "no company can continue to operate in the current way. The Grand Prix aims to encourage the development of new technologies to enable the operators to use recycled fabrics of the same quality."

The competition will be closed in October 31st of this year, and the results will be announced in February 2016. The prize will be shared by 5 winners.

Ironically, the organizers of the game, fashion companies, have always been a major producer of environmental pollution.

The production of 1000 grams of cotton cloth costs more than 20 thousand liters of water, and these cotton fabrics can be made almost into a T-shirt and a pair of jeans.

The fast fashion brand based on quantity has become the thorn in the environmental protection field.

In order to wash the white image, H&M began to be friendly with the environment in the spring of 2011, promising to reduce the environmental damage caused by the production process, and vowed: by 2020, all resources used by H&M must be sustainable.

According to the 2010 sustainability report released by the group, 15 thousand tons of organic cotton were used in the year's production, an increase of 77% over 2009, making it the largest organic cotton producer in the world.

For all that,

The amount used only accounts for 13.7% of the total raw materials.

More importantly, the problem is not only in the production stage.

In the eyes of environmentalists,

The rise of the world is full of cheap clothing, but the costumes with low price but high popularity are discarded after the season.

The US magazine "The Atlantic" reported that 10 million 500 thousand tons of clothing in the United States were eventually sent to landfills, even if they were filled with organic cotton.

according to

The 2014 sustainability report, released in April 9th, has 600 million clothing brands on the market every year.

The Swedish fashion brand now has 3639 stores in 59 countries and regions in the world, and is the second largest clothing manufacturer in the world after Zara's parent company Inditex.

And its planned store expansion strategy is 10%-15%.